Kenya Aims for 5 Million visitors annually by 2027 amid wildlife protection push
The Ministry of Tourism and Wildlife has begun its formal performance evaluation for the 2023/2024 activity period. The evaluation, led by Deputy Chief of Staff in the Executive Office of the President, Eliud Owalo, is designed to assess the ministry’s achievements against set performance parameters, programs, expected outputs, output indicators, and targets as outlined in its Performance Contract.
The Ministry’s leadership, headed by Cabinet Secretary Hon. Rebecca Miano, underscored significant progress in key areas, including tourism promotion and wildlife conservation. Notably, Miano expressed confidence that the Ministry is on track to achieve its ambitious target of attracting 5 million tourists annually by 2027. This goal will be supported by innovative marketing initiatives such as the Ziara Kenya: One Diaspora, One Tourist campaign, which seeks to engage the global diaspora as part of efforts to boost tourism numbers.
Addressing wildlife conservation, CS Miano emphasized the Ministry’s commitment to resolving human-wildlife conflict, a long-standing challenge affecting communities and wildlife habitats. She reiterated the importance of balancing conservation priorities with the needs of local communities to ensure sustainable coexistence.
Further, Miano highlighted the role of the Lusaka Agreement Task Force (LATF) in combating international wildlife smuggling. As the current Governing Council President of the LATF, Miano hosted representatives from the LATF Secretariat to review priority areas and intensify efforts in tackling illegal trade in wild fauna and flora. She expressed optimism regarding the growing interest from other African states in joining the agreement, which currently has six member states. Expanding LATF membership, she noted, would significantly strengthen collective enforcement efforts across the continent.
Eliud Owalo commended the Ministry’s efforts during the performance review, noting that the evaluation process is vital for measuring progress and identifying areas requiring improvement. He emphasized the importance of achieving tangible results and maintaining accountability in delivering services to the public.
The Ministry of Tourism and Wildlife remains a crucial driver of Kenya’s economy through its dual focus on tourism growth and wildlife conservation. With new marketing strategies, international collaborations, and targeted conservation efforts, the Ministry is poised to contribute significantly to national development goals.
The performance evaluation process is expected to provide critical insights to guide the Ministry in enhancing service delivery and achieving its long-term objectives.
